Integration between Amplitude and Marketo allows businesses to seamlessly connect their user analytics and marketing automation platforms, enabling them to make data-driven marketing decisions and optimize their campaigns. Amplitude, a leading user analytics platform, provides valuable insights into user behavior, allowing businesses to understand how customers interact with their products or services. On the other hand, Marketo is a powerful marketing automation platform that helps businesses automate and streamline their marketing activities. By integrating these two platforms, businesses can leverage the rich user analytics data from Amplitude to create targeted marketing campaigns, personalize customer experiences, and measure the effectiveness of their marketing efforts. This integration enables businesses to bridge the gap between analytics and marketing, empowering them to make data-backed decisions and drive better results.
Integration Guide: Amplitude to Marketo
This integration guide will walk you through the steps required to connect Amplitude, a user analytics platform, with Marketo, a marketing automation software. By integrating these two powerful tools, you can leverage user behavior data from Amplitude to drive targeted marketing campaigns in Marketo. Follow the steps below to set up the integration successfully.
Step 1: Obtain Amplitude API Key
1. Log in to your Amplitude account.
2. Navigate to the settings section and select "Project Settings."
3. Under the "API Keys" tab, click on "Create New API Key."
4. Provide a name for the API Key and select the appropriate permissions.
5. Copy the generated API Key as it will be required later in the integration process.
Step 2: Set Up Custom Webhooks in Amplitude
1. In Amplitude, go to the settings section and select "Data Forwarding."
2. Click on "Add Webhook" and provide a name for the webhook.
3. Enter the Marketo webhook URL (e.g., https://[marketo-instance].mktorest.com/rest/v1/leads.json) in the "URL" field.
4. Select the desired events you want to send to Marketo.
5. In the "Headers" section, add the following key-value pairs:
- Key: "Authorization," Value: "Bearer [Marketo REST API Access Token]"
- Key: "Content-Type," Value: "application/json"
6. Click on "Save Webhook."
Step 3: Obtain Marketo REST API Access Token
1. Log in to your Marketo account.
2. Navigate to the Admin section and select "Web Services."
3. Click on "View Details" for the "REST API" section.
4. Copy the provided "Client ID" and "Client Secret" values.
5. Use these credentials to obtain an access token by making a POST request to the following endpoint:
`https://[marketo-instance].mktorest.com/identity/oauth/token?grant_type=client_credentials&client_id=[Client ID]&client_secret=[Client Secret]`
6. Save the generated access token, as it will be required in subsequent steps.
Step 4: Configure Marketo Custom Fields
1. In Marketo, navigate to the Admin section and select "Field Management."
2. Create custom fields to store the relevant user data from Amplitude, such as "Amplitude UserID," "Event Name," "Event Properties," etc.
3. Ensure that the custom fields are of the appropriate data types (e.g., string, boolean, number) to match the corresponding Amplitude data.
Step 5: Set Up Marketo Webhooks
1. In Marketo, go to the Admin section and select "Webhooks."
2. Click on "New Webhook."
3. Provide a name for the webhook and select the appropriate channels and events.
4. In the URL field, enter the Amplitude webhook URL (e.g., https://api.amplitude.com/httpapi).
5. Add the following headers:
- Key: "Content-Type," Value: "application/json"
6. In the "Request" body, define the payload structure to match the expected format in Amplitude.
7. Save the webhook.
Step 6: Test the Integration
1. Perform a test event in Amplitude that triggers the configured webhook.
2. Verify that the Amplitude event data is successfully received in Marketo.
3. Check if the data is correctly mapped to the custom fields in Marketo.
Congratulations! You have successfully integrated Amplitude with Marketo. Now you can leverage user behavior data from Amplitude to power your marketing campaigns in Marketo and drive personalized user engagement.
